Marketing Ideas: So You Want to Market To Mums

So your brand wants to market to mums online. Mykidstime has been around for a few years now and is run by parents (nearly all Mums) so let us help you with some marketing ideas and how to engage the Mommy segment. Here’s what you need to know.

#1. Mums are Super Multi-taskers

Mums can do more than one thing at once. Tie shoe laces while on the phone. Watch tv while surfing their tablet. Scratch their child’s back while stirring the soup.

Multi-tasking though means short attention spans. We want information and we want it fast.

TAKEAWAY: If you can’t say what you need to say in one short paragraph about your product or service then that’s too long.

#2. Mums have Windows of Opportunity Online

Nap time. Waiting during School pick up time. Lunch break time. After kids have gone to bed time.They have windows of opportunity to go online.

TAKEAWAY: You need to grab those opportunities and get messages out to them to hit those times.

#3. Mums Have Gone Mobile

Yep, we’ve embraced technology: smartphones and tablets. This is because we LOVE the fact that we can check in on our Facebook account while stirring that soup (and scratching that back). We LOVE the fact we can check a recipe on the iPad. We LOVE the fact that we can use our windows of opportunity anywhere and don’t have to be sitting at the home pc.

TAKEAWAY: Mobile advertising is the way to reach these smart Mums.

#4. Mums Make Decisions But They Do It In Partnership.

Most mums we know are the key decision makers, yes, but they do it in partnership with their partner or husband. They also consult other people on their decision, trusted people, friends, family. They take that advice into consideration when making a decision.

They need to trust the information they are being given.

TAKEAWAY: You need to build their trust or use a trusted source to get the message out to them.

#5. Mums Don’t Dislike Advertising.

They just dislike bad ads. Nobody wants to read a boring advertorial about product X’s features. But tell me why I should care and why it will benefit my child or my family and I’m all over it.

We like to be entertained too. One of the most successful campaigns in our minds in recent times was the Fiat “Family Rules” video-based campaign about cars and kids in cars. It resonated because it was true and it told us why we should care about Fiat cars, because they understand the joys of being a parent with kids in the car.

TAKEAWAY: Know what mums’ pain points are and talk to them (but please make it engaging!)

#6. Mums Want to Love Brands

It’s true. [This is because Mums are programmed to love 🙂 No, only kidding.] Every mum likes certain brands and have loyalty to those brands. But we need reasons to love those brands. It’s not enough to tell us why we should buy your product. We need to feel the love. Help us out in our daily lives with content that is useful and we’ll be smiling when we associate your brand with that useful content.